Category : India

Like the country itself, India’s media and retail markets are dynamic and rapidly evolving—marked by increasing media fragmentation, the spread of advanced mobile devices, higher connectivity, and huge growth in product options at retail outlets. And these changes present a challenge for marketers to reach and resonate with consumers for the all-important reaction—a sale. On

Start by un-planning. Go against the grain by disrupting established brand behaviors and make a significant impact on sales—an opportunity to shift demand worth $20 billion. New findings from a Nielsen study, revealed at the Nielsen India Consumer 360 event in New Delhi, highlighted three ways companies can stand out to shoppers by making key

India may be viewed as a hub for innovation, but success does not come easy. In fact, Nielsen considered only 0.2 percent of 14,500 fast-moving consumer goods products launched in 2011 to be breakthrough innovations. While this rate mirrors global averages, India is a unique market. With a retailer landscape of 8.4 million traditional trade

With a surging middle class population, soaring foreign direct investment and a booming stock market, there is good reason why India features so prominently in the global growth plans of so many Fortune 500 corporations. But for companies attracted by India’s 9.3 percent GDP growth economy in 2010, the ground reality is much different.

Innovations are driving growth in India. But should you launch a new brand, or extend an existing one? If you want to increase your chances of success five-fold, then “stretching” your brand is the way to go. Here’s why: brand extensions not only leverage the equity of the parent brand, but they also lead to faster adoption and deliver higher marketing efficiency.

As India’s economy continues to grow, shopping habits are evolving in kind, particularly among Low-Income Value Explorers (LIVE), a group once referred to as the “deprived” class. The LIVE demographic is mobilizing to become First-Time Modern Trade Shoppers (FTMTS). By 2015, Nielsen estimates that these two segments alone will drive an additional $3B USD of Fast-Moving Consumer Goods (FMCG) sales in India.

Common media practices in India emphasize reaching adults, focus heavily on urban consumers, and dedicate more media support to the core brand than to extensions by a ratio of 7:3 in the first year. Additionally, advertising formats of 30 seconds or longer are the prescribed majority among the 70 percent of commercials that do not communicate a new message. Nielsen research reveals a better, more effective way forward.